The document discusses the use of storytelling for brands, noting that stories can be used to build familiarity or drive differentiation. It also covers how brands can create and promote traditions to provide customers with meaningful experiences that add to the brand's equity over time. The last sections provide tips for brands to establish a strong digital presence through content focused on the brand's personality, values, and education.

1. STORY
TELLING
FOR
BRANDS
Who
uses it?
Where
is it
used?
What is
it used
for?
How was it
promoted?
Who
invented
it?
Tales of
heroism
and
valour
Rituals
and
traditions

2. A TALE WELL
TOLD always
finds EAGER
LISTENERS
Dusty
Marketplace or
the Arabian
Nights, or folk
tale …
Dingy
surroundings
of a waterfront
pub or ANY
INTERESTING
SETTING
Stories can
be used to
build
familiarity or
esteem;
Reinforce
relevance or
drive home
brand
differentiation.
Story telling –
an ancient art
and a powerful
tool.

3. As long as it is MEANINGFUL, ENJOYABLE and
HEARTWARMING, most people tend to appreciate
tradition
Offers marketers cues for creating enduring brand
properties.
Brand tradition created by a brand that adds strong
experiential element to the brand, and add to the overall
equity of the brand.
Brand traditions create a set of good memories for
customers to look back upon.
Brands Building Traditions

4. Brand may have a set of existing practices
that make for strong traditions, or it can
consider consciously creating practices that
can become traditions.
Brand can take over popular traditions by
sponsoring them.
To elevate a practice to a tradition it is
important for the practice to be
implemented consistently over a period of
time.

5. Reasons for
Brand to create
their own
traditions
Consistency
Commitment
to Values
Providing a
good brand
experience
Reaffirmation
of Identity

6. Important
aspects of
tradition that
brands must
keep in mind
Has to become
a Part of
popular culture
Should Retain
its significance
Should have
Involvement
Need to be
CONTEMPORARY
Need to make
one feel warm
about them

7. STEPS TO
CREATING
POWERFUL BRAND
PRESENCE IN
DIGITAL WORLD.
EXPRESS THE BRAND PERSONALITY
CONTENT FIRST, TECH NEXT
EMPHASIS THE DIFFERENTIATION
ARE THE BRAND VALUES REFLECTED?
INFORMATION ABOUT THE BRAND
EDUCATION ON BRAND SELECTION
PRODUCT SPECIFICATION
BEST USES
SUGGEST MORE USES FOR THE BRAND
EDUCATION RELATED TO THE NEED SATISFIED
BRAND HERITAGE
GIVE OUT INTERESTING NEWS ABOUT THE BRAND
WHO ELSE USES THE BRAND
INTERESTING ANECDOTES ABOUT THE BRAND
PUT PHOTOGRAPHS OF PEOPLE
DATABASE CREATION
ASK FOR SUGGESTIONS AND REWARD THEM
SEEK FEEDBACK AND SET DEADLINES FOR RESPONSE
ALLOW BUSINESS ASSOCIATES TO CONTACT YOU

8. BRAND
Board of
Directors
Employees
Internal
customers
Customers /
Prospects
Suppliers
Dealers
Distributors
Agents
Strategic
Alliances /
Partners
Government
/ Regulators
General
Public
Industry
Experts
Professional
Associations
/Educational
Relations
Media
Community
Organization
Volunteers
Competitors
Shareholders
Investors
Investment
Analyst
Financial
Community

9. What Content am I trying to market?
Who am I trying to market the content to?
Am I tech savvy enough to pile through
large audiences?
Should I be doing something else instead?
Print Media?
Hire an actor/celebrity for commercials?
Door to Door Sales?